A hit with audiences in the 1970's and 1980's, Emu is back at this year's Brand Licensing Europe.
Target Entertainment Group has the worldwide licensing rights to the new Emu live action comedy series, which returned to CITV last year and stars Toby Hull, the son of the late Rod Hull and Emu's original owner.
Replica arm puppets of Emu have already been tipped as one of the must-have toys for 2008/09 and other categories are in discussion.
Emu is produced by Initial Kids.
"I, like many others, used to love watching Emu as a child and the new series for CITV has captured the next generation of fans," said Shelley Kerridge, head of licensing at TEG. "The team is looking forward to working on a brand that has both retro appeal for nostalgia products on the one hand, while opening up opportunities for fun ranges for kids on the other."